LeadingAge New York Annual Conference 2017 June 2017 - Page 14

Target Markets: From the Outside In By Jacqueline Colafemina Were you prepared for Mobilegeddon? Does your facility understand your target audience? Do you see your outreach statistics improve each year? If you answered no to any of these questions, it would be beneficial to revisit your marketing plan and develop a plan from the outside in. During the session From the Outside In: Gaining a Deeper Understanding of the Prospect’s Decision Making Process, Jackie Stone, VP sales consulting, Varsity, Wormleysburg, PA presented a project devoted to analyzing what makes up a facility’s target audience and how to effectively market to them. audiences were getting their information that led to their decisions. An example of useful insight from the project was that people often don’t research facilities until they need them, and that they don’t know where to really start looking in the first place. The study also showed that a majority of the research was done electronically on mobile devices or computers. Keeping up with the trend of your designated market is vital to your facility’s success. The statistics gathered through this project clearly show Project Looking Glass III the trend is moving entailed researchers living to online advertising in a community for 30 for senior care. days and 30 nights twice Great news because throughout the year. This it is a cost-effective gave marketing researchers method. The study insight into the life inside found that 86 percent different communities. It of participants skip The study found that ... 44 percent of direct mail is gave them a deeper dive television commercials, NEVER opened ... nearly 46 percent of participants into the decision-making 44 percent of direct indicated that a website’s design is their number one process of their target mail is NEVER opened, market including insight criteria for the credibility of an organization and videos 91 percent of people on events or situations unsubscribed from on landing pages increase conversions by 86 percent. that triggered the start of company emails they an investigation, factors previously opted into, influencing the decision to buy or not buy, impact nearly 46 percent of participants indicated that a of faith on their decision, importance of care in website’s design is their number one criteria for the the decision and trends and/or differences among credibility of an organization and videos on landing age groups. pages increase conversions by 86 percent. The project gave insight to many statistics revolving around faith or religion, age factor and how target 14 Don’t fall behind the curve. Reassess your marketing plan and hit your target audience. Adviser a publication of LeadingAge New York | Summer 2017